The full method, step by step
9 Aug 2026
The long version: every stage of how I take a vague brief and turn it into something specific enough to act on, including the checks I run at each step.
Most briefs arrive vague, and the instinct is to ask for more detail. That almost never works — the person handing it over does not have the detail either, which is why it is vague.
What works instead is turning the brief into a small number of decisions, then making each one out loud. This piece walks through all five stages of that, with the questions I ask at each one and the point at which I stop and go back.
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